Published: November 19, 2024 | Updated: 19th November 2024
Poole-based Merlin Entertainments has inked a new partnership with the studio behind Minecraft – the best-selling video game of all time.
Merlin will work with Mojang Studios to bring Minecraft adventures into the real world through immersive, interactive attractions at its parks around the world.
The company plans to invest more than £85 million in the first two ‘Adventures Made Real’ attractions, launching in the US and UK between 2026 and 2027.
It will develop first-of-its-kind concepts for Minecraft-themed guest accommodation, retail and food and drink offerings, as well as a ride inspired by the game.
Scott O’Neil, CEO of Merlin Entertainments, said: “This is a significant milestone for Merlin, which reinforces our commitment to reaching new audiences through bold and captivating concepts and directly supports our ambitions for growth.
“This world-first will see fans experience Minecraft’s thrill and creativity in real life, at theme parks and city-centre attractions in leading tourist destinations.
“This initial investment is just the beginning, replicating Merlin’s tried-and-tested approach to globally launching new concepts and platforms – as we have with LEGO, Peppa Pig, Sony Pictures, CBeebies and others.”
While Merlin is no stranger to working with leading brands, this marks the company’s first global partnership with a big name in gaming.
Kayleen Walters is vice-president franchise development for gaming at Microsoft, which bought Mojang for $2.5 billion in 2014.
She added: “Partnering with Merlin is an incredibly exciting step for us at Mojang.
“Merlin’s expertise in creating world-class attractions makes them the perfect partner to help us bring Minecraft to life in new and immersive ways in permanent locations around the globe.
“Our vast and diverse community is always looking for new opportunities to explore and engage with Minecraft, and we’re thrilled to build touchpoints around the globe that will surprise and delight them.
“These new real-life Minecraft experiences will not only grow our community but also offer fans many more opportunities to immerse themselves in the world of Minecraft in ways they’ve never imagined.”
Scott and Kayleen will be speaking about the partnership – and the global rollout of these real-life experiences – at IAAPA Expo 2024 in Orlando, Florida today (Tuesday).
